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Social Behaviour and expectations


Gathering information for my various modules, it struck me that the rise of the QR code during the pandemic brought this dying square back into use. Marketing usage in the 2010's saw it being placed on everything and within 10 years the glory of the tech died out a little. The uptake of digital usage with the pandemic and the use of online and contactless needs rendered the use of QR codes relevant in marketing again.


QR codes have been used on tickets in China since 2010 and on "Central Bank of Nigeria issued a 100-naira banknote to commemorate its centennial, the first banknote to incorporate a QR code in its design. When scanned with an internet-enabled mobile device, the code goes to a website which tells the centenary story of Nigeria" (wikipedia).


Targeting and changing human behaviours

is highlighted in an article by Emma Tucker 20/09/2021 in Creative Review.


“I think it’s important to emphasise it’s not just an empathetic understanding – which is super important and you see a lot in humancentred design. I think it’s fundamental we have that, but I’d also say it goes beyond that empathetic understanding of people and what their lives look like, what their motivations might be, and into an understanding of the cognitive processes, and how they receive information, filter out and think about all the different sensory inputs we’re exposed to at any given second.” Mark Hauser, who’s an applied behavioural scientist at the branding agency The Team.


Don Norman is co-founder and Principal Emeritus of Nielsen Norman Group, says that there are four principals of Practical Human-Centered Design

  1. Focus on the people

  2. Why is the symptom to the problem there

  3. Things are in a system we need to look at the interacting components

  4. Human beings are tricky so we will never get it right first time.

In order to speed up and find our pitfalls we should give the advert, the product or the website to other people and their perspectives will show you where the pitfalls are. sometimes we are too close we cannot see.


Taking away...


Taking pieces of information away makes humans try to see things in another way. Our natural curiosity and problem solving abilities are highlighted in the art of Marcel Broodthaers.


"Written in 1962-63 and printed in 100 copies in December 1963 - January 1964, Broodthaers published his fourth book of poetry entitled Pense-Bête. It contains a succession of poems which refer in one way or another to the animal kingdom....



.....One year late, in 1964, Broodthaers sealed a number of his unsold copies in plaster, making them illegible. This seminal work, which he also called Pense-Bête, marked the beginning of his practice as a visual artist.In other copies of the work, the artist obscures certain poems with various cut-outs of elementary geometric shapes in glossy, coloured paper, recalling the principles of neoplasticism. Sometimes he obscured part of the text with paper, other times the paper can be lifted to read what is

underneath." information from image link above.


The masking and coding of his work plays to the expectations of what a book should be, how it operates and what we demand from the pages. When we no longer have what we expect, the work then exists on a new plane.

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